Doing better than your folks was once a standard benchmark of American life. But that hasn't been the case for a while. About 50% of consumers born in 1984 were earning more at age 30 than their parents did, down from 92% in 1940, according to a National Bureau of Economic Research study (PBS.org, 2 October 2018).

+Offspring optimism is similarly on the decline. Gen We and Younger Millennial consumers are skeptical about their earning potential. Just half of 15- to 26-year-olds expect to eventually exceed their parents' household income, 29% expect to be on par with the 'rents and 20% think they'll be worse off (AP-NORC poll, Oct. 2018). But parents are still optimistic. Some 60% predict that their kids will eventually earn more than they do.

Big Kids, Bigger Expenses

Just because an adult kid moves out doesn't mean she'll stop asking her parents for financial help. The Great Recession prompted many grown-up kids to go back home. Mom and dad have been known to help with the down payment for junior's first home. Some parents carry car insurance and data plans ad infinitum. Turns out, the most expensive stage of parenting after kids leave the nest.

+U.S. parents collectively spend about $500 billion each year on their 18- to 35-year-old offspring, according to a Merrill Lynch survey (ScaryMommy.com, 12 October 2018). The burden is pretty evenly distributed. A whopping 79% of all parents provide some type of financial support to their adult kids, from big-ticket items like weddings to helping in a pinch with groceries and car repairs. Most are happy to help, though 63% say it's given them some grief. Still, 75% continue put their children's needs before their own retirement funds and 93% say "it's worth every penny."

Cause Over Culture

Millennials are more likely to support causes than arts and culture. They care more about social issues like marriage equality and the environment than supporting museums, zoos, symphonies and other cultural institutions. Support for arts and culture dipped sharply in 2014, as more Millennials started to enter the 35- to 54-year-old age cohort, according to an Impacts study of cause priorities (ColleenDilen.com, 3 October 2018).

+Millennials are especially wary of aquariums and zoos, which they perceive more negatively than older generations. 45% of Millennials think dolphin shows are cruel to dolphins, for instance, compared with 25% of older consumers. But lack of support from young consumers cuts across all institutions.

From #MeToo to the Times Up movement, March for Our Lives to the #NeverAgain campaign, causes and cause marketing became a huge focus for brands and consumers in 2018. Marketers can expect more of the same in 2019.

According to Gartner Iconoculture, 62 percent of US consumers engage in some kind of consumer activism. From social to environmental causes, volunteering to promoting a societal issue, consumers want to see positive change in the world and expect brands to engage as well. In fact...

71 percent of Americans say they would favor a brand for their environmental responsibility (Gartner Iconoculture)

90 percent of shoppers are likely to switch to a cause-branded product (Forbes)

78 percent of consumers expected to make a positive impact on society (Gartner Iconoculture)

In the age of digital activism, it has become increasingly easier to engage, spread awareness and promote a cause. In October of 2018, AdWeek noted that supporting a cause is no longer a choice for brands. They can no longer stay silent on important social issues and are living in age where they need to make some noise.

Notable brands taking a stand...

Chobani. In honor of Veteran's Day and to support all veterans and their families, Chobani is donating $500,000 to Operation Homefront. With every dollar donated to their page, they will match donations up to an additional $250,000.

Anheuser-Busch. The brand announced that by 2025, they pledge to be the world's most sustainable company, by reducing their carbon footprint by 30 percent. To do so, they will be brewing all of their beer products using renewable energy. Which is not only great for the environment, but good for their business. According to Gartner Iconoculture, 90 percent of Millennials will buy from a brand that instills social and environmental practices within their company model (and 95 percent will recommend that brand to a friend.)

Nike. The athletic brand took a stand when they launched their "Dream Crazy" campaign, featuring ex-football player Colin Kaepernick. While the ad and brand faced some scrutiny, the video garnered over 26 million views on YouTube and collectively more than 80 million views on Twitter, Instagram and YouTube combined.

Warby Parker. According to the brand, 2.5 billion people worldwide need glasses but don't have access to them and 624 million cannot effectively learn or work due to their visual impairment. To resolve this problem, Warby Parker started their Buy a Pair, Give a Pair program. Since day one, the company has donated over 4 million pairs of glasses to those in need.

Is cause marketing part of your brand's 2019 planning? It is important to answer the following questions:

What can my brand do to make positive change?

Is there a cause authentic to my brand and brand personality?

Can my company or brand make policy changes (environmental, social, etc.)?

Think you don't have the time or capacity to deal with cause marketing? Think again. A study conducted by Fuse Marketing shows exactly why cause marketing can be a useful tool for your business.

Cause marketing is when a business markets its products in relation to a nonprofit charity, then either donates money or offers support to said charity.

In a survey of 2,000 teens ages 14-17, 67% or more said they would be more inclined to purchase from a brand that supports a cause than one that doesn't.

Teens are Activists

Teenagers have a voice and they are not afraid to make it heard. 68% of teens believe corporations have a larger obligation to the good of society. More than 25% of teens have been to a rally or boycotted a company. Teens are watching, which is why your involvement and contribution to the greater good matters.

The survey revealed that the top five issues teens are concerned with are education, jobs, racism, the environment and terrorism. Work to center your cause marketing around these issues for the greatest impact.

Companies Doing it Right

Want to take a stab at cause marketing but don't know where to start? Take a look at these companies and how they're changing the world and making money through cause marketing.

Puravida – The bracelet company with 1.2 million Instagram followers that was founded by two college student partners (along with artisans from around the world who now receive a steady income). They have a collection that supports over 50 causes, including suicide prevention, mental health awareness and Alzheimer's awareness.

Sand Cloud – The company devoted to saving marine life. From the time of its launch, Sand Cloud has amassed over 600,000 Instagram followers. They show their dedication to improving marine life by donating 10% of every purchase to a variety of causes.

Facebook is empowering youth...or is trying to at least. While the Book might need to use some more complex tactics to stay alive among teens, ads don’t. Why some of the best ads are the most simple. Cash is still king for many businesses, but the trend of going cashless is growing, especially in the fast-casual segment of the restaurant industry.

DETAILS, Please

To win back teens, Facebook launched a website. For teenagers these days, Club Facebook is just not the place to be. Facebook has launched a "youth portal" for "teens" featuring things "teens" like such as dancing emoji, social justice and blog posts.

Plans for Earth Day? Adidas does and it's sure to be a win for the oceans. Another win – Uber is no longer just a ride-hailing company, they're expanding their business. Looking to expand yours? Perhaps, it's time to answer this: Is youth or experience the key to a successful decision-making team? Turns out, it's a trick question. However, one thing's for certain, women use their phones for far more than just communicating.

DETAILS, Please

Adidas is gearing up for Earth Day. The brand partnered with Major League Soccer and Parley for the Oceans to create Earth Day soccer jerseys from upcycled plastic ocean waste. See why this partnership represents everything that is beneficial in cause-based collaborations.

The Brogan crew is preparing to depart on our annual Mystery Trip. And Delta's "Runways" ad has us excited for takeoff. With International Women's Day this week, this video about the gender pay gap is getting a lot of attention. Marketing makes a difference. This industry drives the campaigns, hashtags and images that force conversation and shape culture.

Two-thirds of boomers own a smartphone. So why do marketers only target younger generations with mobile ads? Pure Gold. A trendy beer without the guilt. Why ditch an 85-year-old crocodile logo? To bring visibility to endangered species, of course.

Healthcare Checkup – February 2018. Alexa as a home health aide? Anxiety the most common mental health affliction for Gen We? Cleveland Clinic concierge docs? Check out more on these, other trends and our take on them.

Millennials. Discover who Millennials are, why it's important to market to them, and how you can increase brand loyalty and engagement. Download our free whitepaper "8 Rules of Marketing to Millennials."

Will 2018 top the engagement seen in 2017? Check out this review of last year's most engaging social content, and start thinking about how to top it this year. Cause marketing. Don't miss Matter Unlimited's call for equal opportunity. The year of the podcast. Listeners loved true crime, political discussion and food in 2017.

Brogan Volunteers 2017. As part of our commitment to community, Brogan & Partners encourages employees to participate in community volunteer activities. Throughout 2017, nearly every Brogan employee took advantage of their volunteer day. Team members worked with homeless shelters, animal rescue centers, high schools, local nonprofits and more, both in state and out.

Incentives for health: When it literally pays to get well. Employers want their workers to be healthier – they're more productive that way. Workers want to be healthy, too. But in the short term, when the donuts are calling and the treadmill is not, we all need a little bribe – er, incentive – to do the healthy thing.

Brogan's best ad campaigns of 2017. We're taking stock in a year well spent and a job well done. We provoked. We tested. We challenged. And we learned a lot along the way. Together with our clients, we connected with consumers to help improve their lives and their communities. Best job ever.

THE Topic of conversation

Authenticity. Discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups. Download our free whitepaper "3 Rules to Creating an Authentic Brand."

We're taking stock in a year well spent and a job well done. We provoked. We tested. We challenged. And we learned a lot along the way. Together with our clients, we connected with consumers to help improve their lives and their communities. Best job ever.

Delta Dental of Michigan turns 60.

Delta Dental of Michigan in 2017 celebrated six decades of promoting oral health and dental care in the state. To mark the happy occasion, we captured life moments since 1957 that made us smile—family, holidays, beaches, babies and more. The decades are punctuated with changing fashions and hairstyles, prompting more reasons to smile at the memory of leisure suits and permanents' past.

Henry Ford Health System pioneers Precision Medicine to treat cancer.

Precision Medicine is part of our country's Cancer Moonshot initiative. So when Henry Ford took on a leadership role to bring the Cancer Moonshot's vision of improved cancer treatment to the Midwest, it was a big deal. In short, Precision Medicine enables physicians to customize cancer care based on the patient's DNA and specific cancer. This means more highly advanced options for patients, many even with some of the most critical diagnoses.

Delta Dental of Arkansas gives Medicaid eligible a million reasons to join network.

When the state of Arkansas decided to get out of the Medicaid dental benefits business, Delta Dental of Arkansas was ready to serve. With the state's most extensive dentist network and broad philanthropic outreach, Delta Dental of Arkansas is uniquely positioned to care for the state's most vulnerable population. But the insurer wasn't about to leave such an important decision up to fate. So the company invested in a campaign to illustrate the many ways the local company is the obvious consumer choice.

Impaired driving sobers up with a shot of virtual reality.

Killing someone while impaired is the number one fear of those who drink and drive. But drivers continue to fool themselves into believing they're capable of driving when impaired, according to research. Some even think they're better drivers.

The facts say otherwise. Impaired drivers are responsible for about a third of Michigan traffic fatalities. Of the 893 fatal crashes in Michigan in 2015, 271 (30.3 percent) were alcohol-related, involving at least one drinking driver or pedestrian.

The Office of Highway Safety and Planning has employed various strategies to end drunk driving, including the fear of manslaughter. This year, we took it a step further. With the help of virtual reality, we invited viewers to consider a typical bar scene and spot the drunk driver whose night would end by taking three innocent lives while behind the wheel. The campaign encourages drinkers to make a plan to get home safely rather than tempt fate.

Henry Ford Health System drafted to be official team of Detroit Pistons.

In 2017, Henry Ford became the official health care provider for the Detroit Pistons. Under the multi-year contract, Henry Ford is building a state-of-the-art training, rehabilitation and sports medicine complex in the New Center area of Detroit.

"We have always believed that investing in our community and supporting our neighbors is vital to the healthcare we provide," said Wright L. Lassiter III, president and CEO of Henry Ford. "We are so pleased to partner with the Pistons on this exciting new venture to combine Henry Ford's medical excellence and innovation with a world class facility to serve our community for years to come."

Patients will continue to have access to Henry Ford's true "team medicine" approach at the new sports medicine facility. The Henry Ford team includes traditional sports medicine experts—orthopedic surgeons, athletic trainers, and nutritionists—and a broad range of other specialists with additional training in sports medicine, including cardiology and pulmonary care, ophthalmology and complex spinal care, pain management and sleep medicine.

So while you may never make it to the NBA, now you can enjoy the same level of big league health care at Henry Ford.

How can a regional insurance carrier compete with national brands that flaunt billion dollar ad budgets? Very selectively. Frankenmuth Insurance doesn't aspire to compete with all insurance brands, only those who compete for their consumers. So our marketing strategy has to be incredibly precise. We've used a variety of digital tactics to do this in the past, among other things. But this year we met a new friend that enables Frankenmuth to go head-to-head with big brands like the lizard one and the red lipsticked gal. It's called competitive conquesting.

Covenant HealthCare number one in orthopaedic care.

Covenant HeathCare leads the Great Lakes Bay Region in comprehensive orthopaedic care. Patients come for miles to access the system's surgeons and physicians. News this important demands to be shared, especially when demand for joint replacements is growing. This because implants today are more flexible and last longer, so patients are less likely to delay surgery and enjoy a more active lifestyle.

For those fretting about healthcare reform, MiCare Champions.

Concerned about the state of affairs for healthcare reform? Wondering how it's all going to shake out, but feeling helpless and unsure how to get involved? Our client, Michigan Health & Hospital Association (MHA), gets it—and has just the answer for you. It's called "MiCare Champions." This is the network of citizens they developed to engage in advocacy efforts to protect affordable healthcare in Michigan. Our job was to develop a public advocacy campaign to build this network.

Because vaccination has become an emotional issue, I Vaccinate.

Parents spend every day trying to make the right decisions for their children. Recognizing this fundamental truth, the Michigan Department of Health and Human Services and the Franny Strong Foundation asked us to develop a campaign that would equip parents with the information they need to make the right decision for their children about vaccines. The testimonial-based strategy was executed via video, radio, outdoor and digital mediums and grounded in a website.

FixMiState already.

Turns out, the Flint Water Crisis is only the tip of the iceberg. Michigan has significant infrastructure problems. From drinking water systems to stormwater and wastewater sewer systems, to roads, bridges and dams, most of the state's infrastructure is old or seriously outdated. Together with our partner Martin Waymire, Brogan worked with Michigan Infrastructure & Transportation Association to produce video, digital content and a website to raise awareness and promote action.

In the final days of 2017, we're looking at a few more brands that caught our attention this year. A couple weeks ago, we shared the biggest fails of brands that approached politics. Duracell shows us all how to do it right. 80 percent of young Americans are more interested in cooking than they used to be. Scripps Networks developed a digital library for them. Personalized cards brightened the spirits of these hospitalized children. Check out this AR holiday card from Honda.

Healthcare Checkup – December 2017. Healthcare innovations and mergers, website tips for the disabled, why Instagram is Advantageous, and a candid opinion on preserving endangered themelines that are "Good to the last drop."

THE Topic of conversation

Millennials. Discover who Millennials are, why it's important to market to them, and how you can increase brand loyalty and engagement. Download our free whitepaper "8 Rules of Marketing to Millennials."

Millennials. Discover who Millennials are, why it's important to market to them, and how you can increase brand loyalty and engagement. Download our free whitepaper "8 Rules of Marketing to Millennials."

Women are still underrepresented in STEM careers. This powerful campaign hopes to help change that. There's a note for that. Apple stylizes the music note to represent different genres and artists. Unlocking cities. Uber says ridesharing is crucial for reaching cities' full potential. Never Stronger. Nike references Houston's devastating hurricane in World Series ad.

Marketing Statement - Fourth quarter 2017. Blissfully ignorant. That's one way to describe the financial state of Millennials as they head down the aisle today. Many know little or nothing about their partner's spending habits...

Healthcare Checkup - October 2017. HCIC was a definite highlight this month with the newest digital and Internet developments – see our take. Plus, lots of other happenings and trends for you from DNA kits to virtual reality marketing to the opioid addiction public health…

Topic

Why Brogan?

Results. Strategic insights that deliver more "aha" moments. Creative that makes an emotional connection. Account service that creates happy clients. And metrics that move your business forward. We guarantee you'll be delighted.